Tourist Shopping Behavior in Thailand: The Role of Live Shopping, Lifestyle, and Jastip Adoption
DOI:
https://doi.org/10.22441/jurnal_mix.2026.v16i3.004Keywords:
Consumer Lifestyle, Jastip Adoption, Live Shopping, Thailand Tourism, Tourist Shopping BehaviorAbstract
Objectives: This study aims to examine how Live Shopping Engagement, Consumer Lifestyle, and Thai Local Product Attractiveness Influence Tourist Shopping Behavior, with Jastip Adoption acting as a mediating variable in the context of tourism in Thailand. The study addresses the growing phenomenon of digitally mediated tourist shopping beyond physical destination visits.
Methodology: A quantitative explanatory approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were collected through an online survey of 218 respondents who had experience purchasing Thai local products via live shopping and jasa titip (jastip). Measurement and structural models were evaluated to test direct and mediating effects among variables.
Findings: The results Jastip Adoption has a strong positive and significant effect on Tourist Shopper Behavior (β = 0.905, p < 0.001). Consumer Lifestyle has the strongest effect on Jastip Adoption (β = 0.387, p < 0.001), followed by Thai Local Product Attractiveness (β = 0.305, p < 0.001) and Live Shopping Engagement (β = 0.212, p = 0.002). Jastip Adoption also serves as an important mediating mechanism linking these antecedents to shopping behavior.
Conclusion: The findings demonstrate that tourist shopping behavior in Thailand is increasingly shaped by digital interaction, lifestyle orientation, and intermediary services rather than physical presence alone. This study contributes to the literature by integrating live shopping, lifestyle, and jastip adoption into a unified framework of digital shopping tourism and offers practical insights for tourism stakeholders and local product marketers.
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